Weight Watchers Admits How Tough It Is to Slim Down

In the new commercial for Weight Watchers, a woman listlessly eats cheese puffs while sitting in an empty bathtub. An anxious-looking man shovels pigs in blankets into his mouth during a party, and a woman licks an ice cream cone as she cries in the rain. They eat their feelings as a man sings, “If you’re sad and you know it, eat a snack!” to the tune of If You’re Happy and You Know It.

The campaign, from advertising firm Wieden + Kennedy, marks the first time Weight Watchers—or any top U.S. diet program—has focused exclusively on the challenges of losing weight. “Our relationship with food is complicated,” a website for the commercial points out. “And Weight Watchers is here to help with the hard part.”